Design Translation of Tianfu Agricultural Cultural Genes in Product Packaging under the Digital Rural Strategy

SONG Meiyin, CHENG Zitao, YAO Mo

Packaging Engineering ›› 2026, Vol. 47 ›› Issue (6) : 476-486.

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Packaging Engineering ›› 2026, Vol. 47 ›› Issue (6) : 476-486. DOI: 10.19554/j.cnki.1001-3563.2026.06.044
Design Discussion

Design Translation of Tianfu Agricultural Cultural Genes in Product Packaging under the Digital Rural Strategy

  • SONG Meiyin, CHENG Zitao*, YAO Mo
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Abstract

The work aims to explore the activation path of Tianfu agricultural culture genes in the packaging design of agricultural products under the background of the digital rural strategy, and construct an innovative design model driven by the integration of culture and technology. Firstly, the visual problems existing in the packaging of typical agricultural products in Sichuan region were analyzed. Combined with the questionnaire survey, the elements of user preferences and cultural concerns were extracted. Relying on the construction of cultural gene maps and the extraction of semantic tags, representative symbols of Tianfu agricultural culture were refined. Digital tools such as AR and blockchain were further introduced to carry out multi-level design translation, and the "80's Farmers" brand was taken as the practical carrier to conduct design application and system evaluation. Research found that the hierarchical refinement of cultural factors and the integrated design of digital tools could effectively enhance the cultural expressiveness and user experience of packaging, creating an immersive regional characteristic packaging design that integrated technology and culture. A tripartite integration model of cultural genes, digital technology and packaging translation is proposed, which provides a feasible path for the contemporary expression of agricultural culture in packaging design and also offers methodological support and design paradigms for the brand building and cultural activation of regional agricultural products under the digital rural strategy.

Key words

digital village / Tianfu agricultural culture / cultural genes / packaging design / design translation

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SONG Meiyin, CHENG Zitao, YAO Mo. Design Translation of Tianfu Agricultural Cultural Genes in Product Packaging under the Digital Rural Strategy[J]. Packaging Engineering. 2026, 47(6): 476-486 https://doi.org/10.19554/j.cnki.1001-3563.2026.06.044

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